SUSTAINABILITY OF ORAL CARE INDUSTRY IN INDIA - TRADITION TO TRADE ITION

Abstract

Ayurveda has two major aims i.e. Swasthya Samrakshana (Preventive) and Atura Vikara Prashamana (Curative). Among eight branches of Ayurveda, Shalakya Tantra deals with the treatment of ailments affecting eyes, ears, nose, mouth, throat etc. Earlier Danta Pavana (Chewing plant stick), Churna, Pratisarana (applying paste) and oil were used for preventive and curative purpose. Now the awareness regarding oral hygiene, different brands of oral care products like toothpaste, gel, mouth washes, teeth whitening products etc, are available in the market. Today, Oral care industry has a plethora of herbal toothpaste brands like Colgate, Dabur, Proctor and gamble, Hindustan Ltd., Himalaya, Vicco recently Patanjali adding to the list. India’s oral care market is quantified at 7000 crores presently and growing with a CAGR of 11.4% from last five years substantially. Oral care has a projected forecast period constant 2015 price value CAGR of 8% with sales expected to reach INR 150 bl by 2020.